4 Types of Nonprofit Videos, and When to Use Each One

You’ve probably seen a nonprofit video that moved you—or made you think, “We need something like that!”

But not every video is right for every situation. Different video formats accomplish different things. Before you decide that you simply must have a video in one specific style, it’s a good idea to understand what that style does and whether using it will further your goals.

Let’s take a look at some popular video formats.

Interview-based videos

These videos are a nonprofit classic, and for good reason. Using sound bites from interviews, usually with people whose lives you’ve touched, the interview-based video pieces together a narrative about what you stand for or a particular program you offer. You can use videos like this pretty much anywhere: on the homepage of your website, front and center on a landing page, at a fundraising gala, in updates sent out on social media… In most contexts, this is the kind of video that nonprofits rely on.

The reason this format is well-suited to nonprofit work is simple. By interviewing real people with real stories, you capture an authentic example of your success. People with firsthand knowledge and experience give you the greatest possible legitimacy, letting viewers know that they can trust the claims you make about your contributions. On top of this, because these are people with a real personal investment in what they’re saying, they speak from the heart, imbuing the videos they appear in with passion and insight.

Scripted video

Interview-based videos are about highlighting other people’s experiences with your organization. The format works because it shows the speakers’ genuine reactions, their spontaneous thoughts and feelings. Raw authenticity is appropriate for capturing the realities of people’s lives. 

But what about when you need to communicate something else? Say, a member of staff describing a complex program, leadership addressing a sensitive topic, or a montage of participants thanking donors not only as individuals, but as part of a meaningful whole. 

When the subject is very delicate or very specific, you can’t necessarily rely on an interview to give you the perfect sound bite. Instead of having other people speak for you, you want to be able to speak for yourself.

To deliver a precise message, a video where every word counts is a powerful tool to have in your toolbox. Instead of telling a candid story, a polished script provides focus and clarity – a concentrated burst of energy and intention.  

Voiceover

I normally recommend that nonprofits stay away from voiceover videos, since I think it’s important to put a personal face on the organization in order to develop a sense of trust. Trust is crucial when you’re trying to convince people that it’s a good idea to invest in you or rely on you.

But there are circumstances where a voiceover has benefits. For example, it can be really useful if you need to tell a story that’s not focused on people who can speak for themselves, e.g. if your mission is to save the rainforest, having a human voice speak for the trees certainly gives them more personality than they would have otherwise. A professional narrator can also add gravity, authority, and even a sense of objectivity when describing your organization to a philanthropic audience that’s invested in the large-scale context.

That being said, in most cases, it’s usually best to stick with a more personal touch.

Narrative

The final format is completely different from everything we’ve talked about until now: a fictional scene, a story not told to the viewer but performed by actors, like you might see in a commercial. Here, you can zoom in on moments that would be too private or emotional for a participant to share on camera.

This kind of narrative video isn’t typically used by nonprofits, which draw so much value from their authenticity. But there is one way where they can be helpful – as a teaser, an ad that directs new prospects to learn more.

That’s because when you’re first attracting the attention of new people, the goal isn’t to build trust or be the most authentic. It’s to strike a chord and stand out. And dramatic narrative videos can pack a strong emotional punch.

People are familiar with the conventions of fiction, so they’ll understand that this video is not trying to deceive them into believing the events shown literally happened.  If the video is compelling enough, it will prompt them to go check out your cause in more detail. When they hear directly from the real people you’ve helped, this will prove the emotional truth at the heart of the original ad.

Aside from these artistic and creative factors, there are also practical reasons to consider when you’re choosing a format. Sometimes, it just isn’t feasible to get interviews with participants: if you’re a new initiative that’s just starting to raise awareness, if the matter is private and participants want to preserve their anonymity, if you just can’t find someone charismatic and eloquent enough to put in front of the camera. Voiceovers can also be more budget-friendly, since you don’t have to schedule as much production time, including for potential reshoots. 

If you can’t make your first choice work, you can still make good choices about which format can best help you achieve your goals.

Are you trying to attract attention? Build trust? Deliver a message?

Which format do you think would be the best fit for your next video? If you want some outside input, feel free to reach out for a consultation.